US - The US's National Chicken Council (NCC) announced the launch of a new blog – The Cluck – and a new Instagram account as part of its Chicken Check In initiative to help tackle consumer misconceptions of the poultry industry.
According to US Department of Agriculture estimates, Americans will eat 92 pounds of chicken per person this year, a record amount. But the NCC said that with that popularity, variety and so many choices, come questions, confusion and sometimes misperceptions, and the organisation is aiming to address this through a greater online presence.
The Instagram page features pictures from chicken farmers from across the country going about their daily business on their farms, caring for their flocks.
“Chicken farmers and company personnel take pride in the care of their chickens, and the fact is that our national flock is as healthy as it’s ever been, but we know it’s on us as an industry to do a better job of providing more information about how the chicken we feed our families is raised and produced,” said Tom Super, NCC senior vice president of communications. “The new blog and Instagram page offer two more vehicles for us to that.”
Chicken Check In was launched in December 2015 and aims to give consumers as close of a look as they would like at the lives of the birds. In addition to the new blog and Instagram page, the site contains videos, FAQs, infographics, and links to Facebook, Twitter, YouTube and Pinterest.